Tag: customer

Here’s a TWIST that is so handy and so simple you’ll wonder how you ever got along without it and why you didn’t invent it. Have you ever found yourself confused with which light switch is which? In your home? In someone else’s home? In your new home? At work? SwitchIDsolves this problem with unique visual TWIST.

The old fashioned way was often taking a marker and labeling switches, taping up little notes or putting up stickers to help remember or let guests know which is which switch. But they rub off, wear out or leave a sticky mess behind.

SwitchID is a simple, safe, and easy solution that shows you which switch is which with self-adhering badges that use universal iconography for instant recognition. They’re durable, easy to clean and even come in a glow-in-the-dark option for added safety. They’ll stay on your switch plate until you decide to remove them.

SwitchID was created by Matthias Bollmus and John Schlick both of whom started Napkin Innovations, L.L.C, a think tank for new consumer ideas. Their mission statement: “We are trying to capture the every-day problems and see if there is an opportunity to tackle those through innovative solutions.”

Bollmus and Schlick took action on a simple idea that could solve a pesky problem and TWISTED to find a better way. Just because an idea seems too simple to be good, doesn’t mean it isn’t.

What simple TWIST could make your customer’s life a little easier?

Finding the right TWIST can help your brand innovate and deliver. InTWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand Schoolprogram. Pick up your copy today.

Critical to the development of a strong brand is the ability to powerfully and concisely answer the following four simple, but critical questions. Ask yourself whether your brand has taken the time to think through each of these areas, or whether it’s time to revisit these four fundamentals that make all the difference to your business success:

1.WHO are the most important targets for the brand?

The biggest mistake that businesses make is they try to reach every body and they end up connecting with nobody. It may sound counter-intuitive, but the narrower your target – the wider your success. Zero-in on a specific type of person and delve deep to know what makes them tick, what keeps them up at night, what’s missing that your product or service can help address?

At Brand School Master Class one of the first exercises we do is to create a Target Persona. We develop a character, like in a novel, and give them a back story. Really drill down, the more specific, the better. Think beyond standard demographics like age and gender. Do they live in the city or suburbs? What’s their family dynamic like? What keeps them up at night? What’s on their DVR? What was the last vacation they raved about? Then get more specific about their needs in relation to your category. What’s going on in their lives right now that might make them receptive to your brand message? What else have they tried to meet this need? Who are their key influencers? Some brands have one target while others have several different targets. If you have more than one, do this exercise for up to three targets – but then look for the common drivers between them. These Target Personas become the fundamental inspiration that will help you keep your branding, marketing and advertising more productively focused.

2. WHAT is going to compel them to choose your brand and stay loyal?

Once you understand what your ideal target is really searching for…how can you meet that need? Great brands don’t just help to get things done – they help people feel differently about themselves. Your Brand Promise needs to be more than about functional benefits. You need to really connect emotionally. Starbucks isn’t selling coffee, it’s promising community. Nike is not about running, it’s about achievement. At Brand School, we call these kind of benefits “top of the pyramid” promises (think about Maslow’s Hierarchy of Needs). What’s at the top of your brand’s pyramid that will really connect with your customer and turn them from an occasional user to a loyal fan? The deeper you go in your WHO – the Target Persona exercise – the easier it will be to zero-in a compelling and differentiated brand promise.

3. WHY should these high-priority targets believe in your brand?

Now that you’ve got their attention with a powerful Brand Promise (or Brand Idea) WHY should they believe that you can deliver on this? In Brand School Master Classwe dive further into creating Brand Pillars – the differentiated and credible ways that you support your Brand Promise.

These Pillars should reflect your unique point of view in the category, how you see and do things differently. If you are a small business owner or entrepreneur, your Personal Brandis also an important Pillar. How does your personality and passion help your customer get what they need? Share why what you do is important to you, and share your personal story or the story of how you started your business. But always keep your Target Personas in mind when developing the Pillars and avoid trite support points like “High Quality” and “Trustworthy”. Those are a given in any category and are not going to make you stand out.

4. HOW is your brand felt in every touch point?

This is where the rubber really hits the road. Any brand can say they are great, but how many can really prove it in all of the customer interactions? Look for moments of magic that are going to bring your brand to life and help you connect with your ideal target. Stay fresh and consistent with your language and visual brand representation.

Virgin Atlantic delights their flyers with tiny salt and pepper shakers shaped like airplanes with feet. Pleple were carrying them off the plane with them so Virgin Atlantic had the words “pinched from Virgin” printed on the bottom of the shakers. Snapple places entertaining facts on the insides of their bottle caps which have become collectibles. Place words of wisdom or tips on packing slips, invoices or cash register receipts to keep your brand in the eyes of your customers. Include a genuine thank you note in your packages along with a sticker of your brand’s logo. Don’t forget the outside and/or inside of packages and tote bags. The idea is to surprise your customer and create a stronger brand connection.

Answering these four critical questions will help you develop a clearer brand, build a stronger business, grow your customer base and continue to innovate ways to serve your consumer better. Brand School Master Class, our highly effective, premier branding program, delivers the tools and steps you need to strengthen your brand and your connection to your customers. See if your business qualifies for Brand School’s exclusive programs at BrandSchoolOnline.com.

Finding the balance between your business’ visual and verbal communication is essential to presenting a solid brand identity and building consumer comfort and loyalty. The smoother and more consistent you are in presenting your brand’s promise the more comfortable your ideal customer will feel when interacting with you – and the more likely they will be to stick with you as a loyal brand ambassador.

But how do you know which “tone” defines your type of business? How do you map your visual images with your language to tell your brand story with the right feel and attitude?

The Dutch Bros. brand has built a solid and enthusiastic customer base and gives takeaways that any business can start using to build up their following. Read about guest blogger Chris Garrett in his bio below. If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information.

Founded in 1992 in Oregon, Dutch Bros. Coffee Company has become a giant in its market out West. As a simple drive-thru coffee stand, you wouldn’t expect a fervent following of their brand. But drive for 5 minutes in downtown Boise, Idaho and you’ll see a rash of Dutch Bros. bumper stickers gracing our cars. Out here, we love our Dutch Bros.- and here’s why.

WHAT’S THEIR ANGLE?

BRANDING SURFACES

As a drive-thru, Dutch Bros. doesn’t have the opportunity to use in-house branding like custom wall murals, floor runners, or signage that most other enterprises rely on. Instead, they have embraced the philosophy that everything is a branding surface, especially their customers. With an online store full of desirable merchandise bearing their logos and catchphrases, often geared towards the ski and cycling cultures popular in the West, Dutch Bros. hasn’t had any trouble finding space on which to advertise.

MULTIPLE SIMULTANEOUS CAMPAIGNS

Dutch Bros. has utilized a branding tactic of running more than one phrase and logo at one time. Normally, this could be a mistake, as too many marketing campaigns at once tend to muddy the message and make a brand less recognizable instead of more. Dutch Bros. makes it work by being trendy and using phrases and logos that are anything but generic.

The popular Dutch Mafia logo doesn’t even mention coffee- it’s a shady-looking fellow holding a steaming cup. But everyone around here knows that it’s Dutch Bros. coffee in the cup and everyone around here seems to enjoy putting this somewhat sneaky logo on their cars, bags, and clothing. Along with “Dutch Love” and the new “Rebel” line of energy drinks, the Dutch Mafia campaign has become something of an in-joke for people who know where to get the best coffee in town.

POSITIVE MESSAGE

When you pull through a Dutch Bros. drive-thru, you can bet that you’ll be greeted enthusiastically by a chipper employee. The overtly friendly attitude at every single Dutch Bros. location is a hallmark of their quality of service- it reflects the positivity and friendliness expressed in the Dutch Creed. The owners advocate optimism, good will, and affability- all communicated through their employees.

The abundance of positivity and the playful nature of their campaigns has garnered a rarely seen level of brand loyalty, particularly among the Millennial crowd who appreciates personality. The fact that Dutch Bros. is a Western company lends a feeling of community, despite their decidedly non-local spread from Arizona to Idaho. Their locations are locally owned and the main company engages in multimillion dollar contributions to charitable causes. It’s hard not to root for them.

WHY DOES THIS WORK?

The reason these approaches have proved so effective for Dutch Bros. is that they have sought out support from their community with genuine love and a quirky sense of humor, both important for reaching younger consumers. The feeling of easy humor and friendliness spans from their mission statement to their campaign designs to their employees to the kinds of swag they offer. They know their general audience and are making the most of the model they’ve embraced.

HOW CAN WE LEARN FROM DUTCH BROS. COFFEE COMPANY?

The most concrete tool to take from the Dutch Bros. toolbox is the use of swag. The online store, full of higher-quality branded wares, is an extraordinary thing to pull off. What some companies would be giving away as promotional swag, Dutch Bros. is able to sell for profit. From the old-fashioned windmill on their cups to the new Rebel energy drink line they’ve released, it’s all presented artfully on swag you’d actually want to own. Expand your brand in your merchandise by investing in some cool offerings that appeal to the younger generations.

The most important lesson is cohesion. People are able to think of the Dutch Bros. brand as if there’s one guy in charge of it all, and he’s a pretty cool guy. Some brands suffer from multiple personalities, dissociating themselves from their campaigns or stretching themselves into too many directions. By following Dutch Bros.’ example, you can learn to present multiple ideas across multiple mediums without losing track of your message.

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